KING·CASEY Branding and Design

The Project

JUS fruit drinks are currently sold in over 3,000 stores in the United Arab Emirates (UAE). The brand’s parent company, National Trading and Development Establishment (NTDE) wanted to increase sales within the UAE, and launch the brand outside of the region. To realize these objectives, NTDE came to King·Casey to design a new world-class packaging system for JUS that would differentiate their product from competitors, convert consumers from competitive juice products, better differentiate flavors, and visually project a “world-brand” image. The project started with an assessment of the “old” package design.